PROMOTION OF LUXURY CLOTHING BRANDS IN UKRAINE

European Cooperation

Anna Sukharevska¹ 

[1] Taras Shevchenko National University of Kyiv;

关键词: promotion;    the luxury market;    the global economic crisis;    branding;    communications;    public relations;    the luxury clothing;   

DOI  :  

来源: DOAJ

【 摘 要 】

This article provides a comprehensive analysis of current factors that determine the development vectors of the Ukrainian luxury market segment, and the effects of the global economic crisis on the dynamics of the operation of the latter. The author focuses on the complex social, political and economic conditions in Ukraine, which put into question the existence of the luxury market as a phenomenon, and proposes to develop a new hybrid model of luxury clothes promotion through traditional and innovative communication tools, taking into account the results of a sociological survey among experts of industry and consumers.

【 授权许可】

Unknown